Sat, Jan 24, 2009 at 1pm
Andres Mendoza, Cuto Marketing
Manitoba Music Resource Centre
1-376 Donald Street

A Marketing Plan is the key document that artists, managers, and labels use to map the development of an artist. The marketing plan will establish the artist's goals and will provide a path to accomplishing those goals.

The workshop: Andres Mendoza will walk participants through the steps needed to write a solid marketing plan for the current music industry environment. Using past examples and group discussions, Andres will show how to write a plan that is ambitious, but realistic. He will describe how he creates marketing plans that take a 360 degree approach, combining branding, publicity, promotions, touring, social networking, and business development.


Mentor meetings: On Friday, Jan 23, Andres will be available for a limited number of individual mentor meetings. If you would like to meet one-on-one with Andres, please contact Sean and provide a brief description of the project for which you are writing a marketing plan.


About Andres: A seasoned music and marketing veteran, Andres Mendoza was with EMI Music Canada for 10 years where he last held the position of Senior Director of Marketing. While at EMI, he handled marketing management of recordings by Coldplay, Corinne Bailey Rae, KT Tunstall, Joss Stone, Ben Harper, Manu Chao, Kate Bush, Sarah Brightman, Van Morrison, Bob Seger, Jesse Cook, Leahy, Pride Tiger, Shaye and many others. He led EMI’s transformation from traditional advertising to digital marketing, executed the first ever google adwords campaign for music in Canada and struck multiple content deals with major interactive sites and portals. He also developed mobile, user generated content, viral and social networking initiatives for the promotion of downloads, ringtunes and CDs. As Senior Director of Marketing, he led a 9-member team of marketing, creative, street team and online promotion professionals.

Currently, Andres runs Cuto, a creative consultancy offering a variety of services to a wide array of music industry clients. For artists, labels and creators, Cuto builds and executes plans to deliver, promote, and monetize content across multiple platforms. Andres holds an Honours Diploma of Marketing Management from B.C.I.T. in Vancouver and speaks fluently in French, Spanish, Portuguese and a few other languages, although not all at once.

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